Email nurturing involves actively engaging with current clients, prospects, or previous customers to guide them back into a purchasing journey with your brand. It could be someone who abandoned a shopping cart or has ceased buying from you. You aim to re-engage them, encourage a first-time purchase, or rekindle their interest in buying from you again.
A skilled email nurturing strategist customises the nurturing process based on where prospects fit in your customer spectrum and tailors content to match their past interactions with your brand. For instance, if they’ve not bought anything yet, you might send them a first-time buyer discount. If they’ve bought from you before, consider offering a customer anniversary special to prompt them to repurchase on the anniversary of their first transaction.
In any email nurturing campaign, the content strategy should adhere to best practices concerning email content length, structure, and layout to achieve optimal results. The emails in your sequence should flow naturally from one to the next, aiming to delight and motivate the reader, thereby increasing clicks and conversions.
